Marketing function within a
service organization designing the service product, and
establishing service price, communication, and distribution
policies. Distinctions are developed between marketing
strategies of service and goods-oriented organizations, and
between "for-profit" and "not-for-profit" organizations.
Prerequisites: MKT 310 and MGT 300.

Course
Objectives:

The purpose of this course
is to introduce, discuss, and analyze several topics
important to service organizations. Upon successful
completion of this class, course participants will have a
working knowledge of the following.

1.

To understand the unique
challenges involved in marketing and managing
services;

2.

To identify differences
between marketing in service versus manufacturing
organizations and to understand how "service" can be a
competitive advantage;

3.

To identify and analyze the
various components of the "services marketing mix" (the 7
P's);

4.

To appreciate the role of
employees and customers in service delivery, customer
satisfaction, and service recovery;

5.

To refine workplace skills
through active learning activities and other classroom
exercises; and

6.

To become better services
consumers.

Measurements of
Success:

1.

Tests - 45% (3 @ 15%
each)

Tests will be a combination
of short answer and multiple choice questions. Questions
will cover both assigned reading and lectures. Although the
tests are not cumulative, the main themes will reoccur.
Tests are scheduled on February 5, March 19, and May
9.

During the second week of
the term, you will be asked to form teams consisting of two
or three class members. Each "infusion team" will be
responsible for developing a "Service Blueprint" on a
specific service company. The Service Blueprint will be
three-to-four, word-processed pages (double-spaced)
plus a reference section and appropriate appendices.
The report will be due at the beginning of class on March
12.

3.

Service Blueprint
presentation - 5%

Each group will give a
presentation, ten minutes maximum, of their service
blueprint. Presentations will be given during class on March
5,7, and 9.

4.

Service Encounter Report -
15%

Course participants will be
required to write a six- to seven-page "Service Encounter"
paper that describes two service experiences: (1) your best
service encounter; and (2) your worst service encounter.
These experiences will need to be evaluated from your own
perspective as a consumer and a marketing scholar.
The report is due at the beginning of class on May
2.

Throughout the term, you
will complete eight service experience reports. These
one-page papers need to be current experiences that
you have with any service provider (e.g., travel agencies,
telephone companies, doctors, or librarians).

6.

Participation/Preparation -
10%

Course participants need to
be prepared to discuss the assigned materials. If class
attendance wanes or the instructor feels most students are
not adequately prepared, unannounced quizzes will be given.
For those students that are uncomfortable speaking during
class, participation credit can be earned by sending
comments or questions to the instructor prior to the day
that the assigned topic is discussed in class.

Grading
Scale:

Based on the total number of
points for the class, grades will be assigned on the
following scale.

A

93%+

A-

90-92%

B+

88-89%

B

83-87%

B-

80-82%

C+

78-79%

C

73-77%

C-

70-72%

D

60-69%

F

Below
60%

Class
Policies:

1.

The instructor reserves the
right to modify any of the material in the Syllabus and
Class Schedule with sufficient notice given to course
participants.

2.

Each student is responsible
for obtaining all handouts, announcements, and schedule
changes.

3.

There are no provisions for
make-up examinations or extra credit.

4.

Class starts on time. It is
in your best interest to be punctual.

5.

Important class
announcements may be communicated by e-mail. You are
responsible for checking your UHH e-mail account
regularly.

Note. Any student with a documented
disability who would like to request accommodations should contact
the University Disability Services Office - Hale Kauanoe A Wing
Lounge, 933-0816 (V), 933-3334 (TTY), shirachi@hawaii.edu- as early in the semester as
possible.

IMPORTANT REMINDER: Students are
responsible for submitting their own work. Students who cooperate on
oral or written examinations or work without authorization share the
responsibility for violation of academic principles and the students
are subject to disciplinary action even when one of the students is
not enrolled in the course where the violation occurred.